De invloed van het gebruik van feedbacksystemen op vertrouwen, wantrouwen en betrouwbaarheid in een elektronische markt voor B2B

Abstract Online purchases are increasing in turnover year after year. Online purchases are traded on so called Electronic Markets (EM’s) platforms. An EM is an online platform where products and/or services from supplier and buyers can be traded. One of the key elements of establishing a sustainable relationship is ‘trust’ between companies. Since we see less human interaction and more online interaction it is interesting and relevant to research the assumed relationship between the ‘use of feedback systems’ and the degree of ‘trust’, ‘distrust’ and ‘reliability’. This relationship has been researched from a Business to Consumer perspective, but not yet from a Business to Business perspective. Moreover, there are conflicting conclusions whether the use of feedback systems is relevant when the relationship is primarily based on trust. This defines the literature gap. Banking customers are obliged to use the available feedback systems of their bank. In addition this research has not investigated different feedback systems, but feedback systems in general. This research aims at providing an answer to the following main question: “What is the influence from the use of feedback systems within EM’s on trust, distrust, reliability and the intention to buy within B2B relations?” The following hypotheses are extracted from the literature review: H1: There is a positive relationship between the use of feedback systems and the degree of confidence in the seller. H2: There is a positive relationship between the use of feedback systems and the degree of distrust in the seller. H3: There is a positive relationship between the use of feedback systems and the degree of reliability of the seller. H4: There is a positive relationship between the level of trust and the intention to buy. H5: There is a positive relationship between the intention to buy and the purchase itself. Through operationalization, those main variables, like trust and distrust, are translated to objectives in an online survey. This survey has been held under online business customers from banks which are active on the Dutch financial market. Those banks are ING Bank, Rabobank, ABN AMRO, SNS Bank, Triodos, Van Lanschot, Deutsche Bank en Knab. In total 93 surveys have been returned. The data is analyzed by using SPSS. The Cronbach's α, which shows whether the group of items can be used to test the hypotheses as one scale, appeared to be lower than the desired 0.7. After this is decided to use one statement per item as representative to test the hypotheses. The regression analysis shows that the hypotheses about the use of feedback systems and the degree of confidence in the seller, the degree of confidence and intent to purchase as well as the level of trust and mistrust are supported. The other hypotheses are not supported. Additional correlations are performed. The results based on the correlation analysis seem to indicate that the use of a feedback system does not affect the degree of distrust in EM's. Not yet noted in the literature however detected in this study based on the correlation analysis, is that the use of a feedback system supports a connection with the intention to buy. A provisional conclusion is that there is a possible link between the use of feedback systems and the intention to buy. This is determined on the basis of this research and can be examined in-depth. This relates to why and how this connection is established. Keywords: Use of feedback systems, Electronic Market, trust, distrust, reliability, intention to buy, Dutch banking, online banking